Uber is returning to the Super Bowl for the third year in a row to promote its membership offering Uber One.
Uber casts 'Diddy' in Super Bowl spot to promote its subscription service
The brand today released a teaser starring Sean “Diddy” Combs, who is being courted by three Uber executives asking the rapper and producer to help “put Uber One on the map” with a song. An imposing bodyguard repeatedly says, “Diddy don’t do jingles,” before later adding that Diddy does do “hits.”
“We'll take a hit,” one of the executives responds.
The 60-second spot will run in the second quarter of this year’s Big Game between the Philadelphia Eagles and Kansas City Chiefs on Feb. 12.
The campaign, titled “One Hit for Uber One,” was created by Special Group U.S., the agency behind the company's last two Super Bowl spots for Uber Eats.
Uber One, which launched in November 2021, is a paid membership service that gives users discounts on rides and food delivery.
The teaser will air during the Grammys and the NFL Pro Bowl this Sunday (Feb. 5) and NCAA men’s basketball games ahead of the Super Bowl. It will also run on Uber’s social media channels. More celebrity cameos will appear in the full commercial, which will be released on Feb. 7.
“For this year’s Super Bowl ad we set out to help everyone get Uber One stuck in their heads—and what better way to do that than with a hit song?” Danielle Hawley, Uber’s global executive creative director, said in a statement. “We paired some of the biggest hitmakers of all time with one of the most esteemed producers in the game to help Uber One catch on.”
Uber's Big Game ad last year featured Jennifer Coolidge, Trevor Noah, Nicholas Braun and Gwyneth Paltrow eating household items delivered by Uber Eats. The company's first-ever Super Bowl spot in 2021 resurrected Wayne’s World and featured Cardi B.
This year’s spot was produced by Biscuit and directed by Andreas Nilsson.